The retailer is once again offering a limited edition item in one of its stores – pheromone fuelled his ‘n’ hers underwear for Valentine’s.

There’s some token research, too. “According to new research by GAME, this Valentine’s Day one in four gamers (23%) admit they will be tempted to slip away for a ‘console quickie’ – unable to resist the urge of a few snatched moments of Call of Duty or Grand Theft Auto V behind their partner’s back,” the retailer said.

“And the girls are getting in on the action too - the guilty secret applies just as much to women (19%) as it does to men (26%). Similarly a quarter of gamers (24%) admit that their partner has accused them of paying more attention to their console than to them.”

The underwear is available at GAME’s Stratford store this week.

“We understand and share our customers’ passion and commitment for gaming but we want to do our bit for harmony on February 14th,” GAME Retail’s marketing director Ailsa McKnight added. “Many of us can get easily distracted by our consoles – even on Valentine’s Day.

“It can be tempting to dip into a game for a few minutes, lose track of time while the dinner is on the table and then get caught in the act. Hopefully the GAME On range of undies can be a more welcome distraction to help bring couples together.”

Last year the retailer launched the Christmas Tinner in a limited edition run at its Basingstoke store.

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